Category: Brewery

Event-Season Tips for Restaurateurs & Vendors

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man and women with beer glasses sitting outside with other people

By: David DeLorenzo

Summertime often equates to weddings, events, festivals, outdoor concerts and more where a variety of vendors converge to serve food, drinks and more. Establishments and vendors have a unique opportunity through these events to promote their businesses to a whole new demographic. However, these types of events come with their own set of specific circumstances in which restaurants and vendors need to be prepared for — and that they need to protect themselves from.

  First off, the more you know about the situation you’re going into or the event you’re scheduled to participate in, the better. This is key because your extended coverage for these events will depend on exactly what is going on during the event. You’ll want to make sure that you have your own insurance and understand exactly what that insurance will cover and what it won’t for any off-premises event.

  This will depend on not only your carrier but also on whether your current coverage will extend to the event. The extension of the premise may not. Some carriers have a designated premise of the endorsement, which will not allow their policy to cover the business at an event.

  It also depends on the role your business is playing at the event. For example, if you are a vendor of the event and not the host, the coverage requirements needed will be up to the host of that specific event and the city in which the event is being held, if it is held on city property.

  If the host has insurance for their event, it doesn’t necessarily mean that if a vendor shows up there they would have coverage if they were pulled into a lawsuit. So before committing to an event, check with your broker or insurance company to see if that coverage extends.

  Additional event coverage may require an added fee and your carrier will probably want to know the exposure basis of the event. This can include the size of the event and how many people are expected. This includes not only the total attendance count but also what percentage of those ticket sales include alcohol sales.

  The carrier will likely specifically want to know the event’s estimated attendance count of people consuming liquor. That number will be taken into account differently than the total attendance count.

  The carrier will also want to know what exactly is taking place at the event because anything from bouncy houses to ax throwing can become liabilities. It’s important to note that 99% of the time, these types of things are automatically excluded from a policy anyway.

  For example, consider if you’re a vendor participating in an event and you have your own insurance coverage that protects you from liquor liability for serving people at the event. If there happened to be an accident due to ax throwing and they were to get sued based on the ax injury because of alcohol, there would be an exclusion altogether.

  It is highly unlikely that a carrier will cover a vendor for those instances. That’s why it’s essential to recognize that in many cases, events with dangerous activities should be approached with a “buyer beware” attitude. You need to be cognizant that at these types of events, your company could be pulled into a claim or lawsuit that you may not have coverage for.

  Major events and festivals are often seen as opportunities to make more money, get additional exposure and get your name out there. However, if you aren’t fully aware of all the details of the event and all the things happening during it, you could be putting yourself at risk.

  It’s also important to recognize that with proper coverage, your carrier should cover your business for the normal instances of serving alcohol at the event. But with exclusions for things like the examples of a bouncy house or ax throwing, you would not be covered. If there was a claim due to an accident that was excluded on the premises policy, then anyone and everyone participating in the event would be on their own to defend themselves in the case of a lawsuit.

  However, if a person who consumed too much alcohol then decided to get into the bouncy house and broke both their legs may try to go after the vendors that served alcohol at the event, that would likely come out of their pocket, as an insurance would likely automatically decline it. On the other hand, if a patron drinks too much at the event and gets into a car accident, the vendor’s liquor liability coverage would likely protect them in that instance.

  It’s also wise to look for assault and battery exclusions on event coverage policies. Many of these events have assault and battery exclusions, meaning that if someone gets beat up at the event and wants to sue the host or a vendor, they will not have coverage for that.

  While event season is heating up, we’ve continued to see pretty steady and fair market premiums for event and off-premises coverage. This is highly situational and also depends greatly on what the host city or venue requires in terms of coverage.

  In many instances, two different coverages may be required — one from the city and one from the venue. Some cities may require coverages that are through the roof while others may only require a minimum limit. It is vital to understand what the municipality where the event is taking place is asking for in terms of limits on insurance.

  For example, they may ask for $1 million or they may ask for $5 million. However, if they ask for the latter, this can be discouraging for vendors to participate. At that point, it becomes very difficult for a company to see the value in signing a piece of paper for $1,500 for one day of $5M worth of coverage. It’s overkill, quite honestly because you already have all these participants carrying their own insurance, plus the venue, the event promoter and the city, which all have their own insurance as well.

  To foster and encourage a sense of community through local festivals and events, the municipalities really have to keep it reasonable. On the flip side, the insured parties have to understand exactly what it is they are being insured for — and even more importantly, what they are not insured for. That will be determined on a situation-by-situation basis by the carrier.

  Weddings can also create unique circumstances in terms of coverage. What falls on the venue and what falls on the vendor may depend on the venue and the situation as well. In many cases, we recommend that the client gets coverage for general liability and liquor liability. However, liability will likely fall on the venue itself if they are the ones serving alcohol.

  It all comes down to making sure that whoever is serving the alcohol, whether the venue or the vendor, is well-trained and certified in liquor training. This is a key way to protect your business while also keeping staff and patrons safe throughout event season.

  Out of his passion for serving the restaurant and hospitality industry, David DeLorenzo created the Bar and Restaurant Insurance niche division of his father’s company The Ambassador Group, which he purchased in 2009. For more than 20 years, he has been dedicated to helping protect and connect the hospitality industry in Arizona. For more information visit barandrestaurantinsurance.com.

Boost Summer Marketing Strategies

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two cocktail glasses sitting in water

By: Hanifa Sekandi

It is summertime. It is a pivotal time for all beverage brands. It is an opportunity to capture a new consumer base and keep existing consumers loyal. It is also the best time to go rogue and experiment. Test your brand’s marketing limits.

  Before you dive into the deep end, test shallow waters first. See how your audience responds to slight changes – changes that stand out but maintain brand familiarity. People should still know how to identify your brand. So, keep key markers in place. For example, there is a better time to change or make adjustments to your brand logo. This should occur at the top of the year when most brands experience a dip in sales due to consumer behavioral changes. Dry January is a great time to revamp your brand. The summertime is when you push your brand to the forefront in a fun and colorful way.

  There are many ways to boost your summer marketing strategies. Many brands experience notoriety during the summer. An outsider can become a star brand overnight. Consumers are more open to new beverage brands during this time. Also, gatherings such as BBQs and festivals open the doors to beverage exploration. Take advantage of old-school marketing approaches, such as giving out mini samples of your beverage at events. This approach has proven to be successful for many beverage brands. As you begin to think of ways to benefit from this season, consider a summer label. 

  A short-order run of new labels is cost-effective. You can also repurpose these labels next time if you see a boost in sales and brand popularity due to an exclusive summer label. It also allows you to re-introduce your brand without developing a new product line exclusively for the summer. A fitting example of this is Busch Beer’s beer cans and packaging adorned with an image of corn. A label that their audience loves, and they repurpose it as a limited edition. The Bass Can limited edition run of their beverage is also notable. 

Seasonal Beverage Labels & Packaging

  Sometimes, products need a boost to be noticed. There are a lot of great beverages on the market that go unnoticed simply because of poor labeling and packaging choices. Also, even if they are aesthetically unappealing, popular beverages take centerstage. It is hard to cut through the beverage market noise. But it is certainly possible. Keep in mind that your beverage must meet consumer standards. There have been brands that have lost popularity due to poor beverage quality. Good ingredients paired with a palatable beverage are imperative. Brands can fix poor label decisions, but they cannot fix a poorly crafted beverage. Most brands do not aspire to go viral being known as the worst tasting beverage. Nor do they aim to be a one-hit beverage wonder. 

  You might assume that it may be too late to jump in on the summer beverage surge by developing limited-edition seasonal beverage packaging. It is never too late. Remember, this is a short run and a terrific way to grow your consumer base. Also, you can sell this limited edition until the beginning of fall. Market segmentation will also help you push higher quantities of this limited run to regions that maintain warmer temperatures throughout the year to help manage supply overages that may occur. Research your demographic thoroughly. Therefore, you will know how to best allocate your beverage to retailers. 

  When designing your new beverage labels and packages, spend time researching colors and imagery that are symbolic of summer. For example, teal, white, yellow, orange and pastels captivate the senses. Coconuts, palm trees, water, sand, boats and ice cream complement summer imagery. Use subliminal marketing cues to draw people towards your beverage. Some full-bodied beers taste like milkshakes. The thickness and riches of the beverage give a desert-like experience. Is your beer the root beer float of ales? Play off flavor profiles to highlight your beverage. 

  Here is an opportunity to showcase the time and effort poured into the cultivation process. What is the star ingredient? What sunny destination does this beverage remind you of when you take the first sip? Is it capri or the cottage on a sweltering day surrounded by trees while sitting on a boat at the lake with friends listening to music? You are the designer of your brand’s culture. Convince people to join in on the movement. 

Get Bold with Cocktail Recipes

  Everyone thinks they are America’s next best bartender once the party gets going. Developing new recipes to diversify a beverage experience is another way to boost marketing strategies. New recipes can be featured on blog posts and social media. Hire a master mixologist to craft summer cocktails using your beverage. Create further engagement with a call to action by asking consumers to display their at-home bartending skills by making a cocktail with your beverage. 

  Reimagine your beverage. Take the ordinary and transform it into something extraordinary. This is a wonderful way to test market new beverage variations. Recipes that perform well can lead to a limited-edition product line that is only available in the summer. So, what is in a great recipe? Since it is summer, lean towards ingredients that pay homage to warmer weather or destinations. Also, incorporate fruits or vegetables that are in season. They are readily available for your consumer. It demonstrates that you understand true recipe development. Restaurants often rework their menus to ensure they use ingredients during peak seasons. Summer fresh labels and packaging go hand in hand with expertly crafted cocktails that combine ingredients that favor warmer months. 

  Avoid complicated recipes; this is not a magic show. Also, it should be cost-effective so your consumer can invest more in your beverage than shopping for ingredients. Turn well-known beverages like slushies, milkshakes, sweet tea or lattes into a cocktail. A familiar beverage with a little kick is always favorable. For those who prefer to sip their beverage or prefer just one, this will go over well. A quality cocktail that is familiar, fun and tastes great will get your audience engaged and excited to give your recipe a try. Remember that summer when the frosé was trending? Any brand could make a variation of this refreshing icy beverage. Cocktail recipes are not just reserved for spirits, liquor and wine; beer can also be used to join the party. Beer and espresso pair quietly nicely. This cocktail might beat out an espresso martini. Feeling extra bold? Add some vanilla ice cream. 

High-End Merchandise

  Subliminal marketing has many angles. The use of repetitive imagery via commercials and print ads is one route. Another route is high-end merchandise. Yes, the cool kids rummage through vintage clothing stores, looking for apparel from iconic beverage brands. It is not because they seek to make a fashion statement.

  Moreover, brands of yesteryear did a great job with product development. They designed a cap that was both functional and well-designed. They used quality fabrics and designs that people felt proud to wear. There was an understanding that people wear things they like. Also, cheesy merch would be thrown at the back of a closet. A patchwork denim jacket featuring your brand is a great collector’s item. When getting designs printed on t-shirts, opt for direct-to-fabric printing; it wears well over time. Also, select high-quality fabric. Whether you are giving merchandise away or making it available for purchase, people love wearing merchandise by their favorite beverage brand if it leans towards something you would find from a fashion brand. 

  Many generic clothing brands adorn their clothing with their logo. Walking into a bar and seeing a patron wearing a vintage Coors light t-shirt or baseball cap may entice patrons to order this and another brand’s beverage offering wearable merchandise. So, as you brainstorm ideas to boost your summer marketing strategies, consider a limited-edition merchandise collection. Research old and new popular merchandise from your competitors. What brands do you commonly see people wear while out? Are distressed t-shirts in, or are truck driver-style hats popular? Do not just paste your logo on items and think this is enough. Hire a designer who works in apparel and merchandise. Have them dream up a merchandise collection. If you do not think this is a worthwhile endeavor, think again. Fender Guitars did a great capsule collection with Brixton apparel that sold quite well. 

  High-end merchandise is not only coveted but it is also sustainable since it is more likely to be worn and can be resold. Sellers on eBay who source iconic beverage brand merchandise make a lot of money and are always on the lookout for what will be a high-value item once it is discontinued. If you sell out of items, do not produce more. Scarcity and novelty drive demand. Re-introduce these items the following year or as a special holiday season gift people will receive when they purchase your beverage. Your goal is to drive beverage sales. High-end merchandise is a great branding tool to transform your brand’s reputation. 

Producers of Craft Beer & Spirits Gain an Understanding of the Benefits of Remote Services

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By: Rebecca Marquez – Director of Custom Research at PMMI

The COVID-19 pandemic was a learning experience for everyone. For craft beer and spirits producers, one of the most valuable lessons came from the necessity to rely on remote services in place of personal interaction to keep equipment running efficiently, maintain production, and update lines.

  The experience proved remote services could deliver many benefits by enabling a quicker response when a problem arises, reducing costly downtime, optimizing machine/operation performance, and offsetting skills shortages.

  As a result, even after pandemic-related restrictions on in-person visits ended, craft brewers/distillers have continued to request remote services and invest in the technology, which encompasses remote support, remote training, remote equipment monitoring, predictive maintenance, virtual factory acceptance tests, and online machine commissioning.

  This commitment to remote services dovetails with other sectors in the consumer packaged goods industry, where a growing number of companies have adopted or plan to adopt remote services, according to Trends in Remote Services and Monitoring, a report published in January 2024 by PMMI, The Association for Packaging and Processing Technologies.

Remote Services

  The most popular remote service is remote support, followed by remote monitoring, predictive maintenance, remote training, and virtual factory acceptance tests and online commissioning. Remote support involves remote troubleshooting, diagnostics, and repair and often can solve a problem more quickly and economically than an in-person visit from an OEM technician. The report notes that most software-based issues are already being addressed via remote support, and many mechanical failures also can be corrected remotely.

  Remote monitoring extends remote support by equipping machines with sensors that monitor parameters such as temperature, pressure, and vibration, communicate this data via the Internet of Things, and rely on cloud computing for analytics.

  Predictive maintenance works in tandem with remote monitoring. Analyzing the data captured by the digital monitoring tools makes it possible to predict asset behavior and perform repairs proactively. This reduces downtime and product loss, the major drivers pushing the implementation of predictive maintenance, according to another PMMI report, 2022 Challenges and Opportunities for Packaging and Processing Operations. Other benefits of adopting a predictive maintenance scheme include longer machine life and reduced parts requirements because replacements are installed as needed rather than on an arbitrary schedule.

  Remote training can support onboarding and upskilling efforts, with instructor-led online sessions viewed as the most economical format. However, it should be noted that a significant number of craft brewers/distillers believe that a live instructor next to the machine delivers the most effective training. So, training is likely to remain a hybrid remote/in-person model. Nevertheless, despite some resistance from older workers, the hybrid model could shift toward the remote side with the evolution of augmented reality and the potential the interactive experience offers to bridge the gap between remote and in-person training.

  As COVID-19 restrictions have faded, demand for virtual factory acceptance tests and remote commissioning has declined. Many craft brewers/distillers prefer to evaluate new equipment in person, especially if it is a complex or custom machine.

Barriers to Adoption

  Despite the benefits, the adoption of remote services faces some hurdles, including:

•   The cost of the service, especially when

     retrofitting machines.

•   Limited in-house IT skills to maintain and update systems.

•   The likelihood of having to deal with multiple interfaces across plants and machines and

     Cybersecurity risks.

  Cybersecurity concerns remain high, but craft brewers/distillers have become less reticent about granting remote access as they have learned how to strengthen their IT networks and shifted to more secure access methods. The report predicts the use of externally managed secure networks and converged networks will grow at the expense of cell modem access and direct virtual private networks.

What’s Next?

The report concludes that remote services will continue to gain ground, particularly for support, troubleshooting, monitoring, and training. However, a hybrid remote/in-person model will remain because the advantages of an on-site presence sometimes still outweigh the time and cost savings associated with remote interactions.

  Remote services capabilities will be on display at PACK EXPO International (Nov. 3–6, 2024, McCormick Place, Chicago), along with other beverage processing and packaging innovations. Ranking as the biggest packaging and processing event on the planet in 2024, the show will present 2,500 exhibitors spread across 1.3 million net square feet of floor space and foster idea-sharing among 40+ vertical industries. Highlights include free educational sessions, a myriad of networking opportunities, and solutions to address automation, production efficiency, sustainability, flexibility, and e-commerce needs, as well as other hot topics and trends. For more information, visit packexpointernational.com.

  Rebecca Marquez was hired at PMMI in 2016 as a manager of business intelligence, responsible for the execution and analysis of PMMI’s internal market research projects.  Ms. Marquez graduated from University of Wisconsin in 2008 with a Bachelor of Arts degree.   She has completed the Data Analytics Certification for University Georgia (2020) and the TLP 360 Degree Feedback Program for Leadership Development (2021).

SPSCC Launches Craft Brewing and Distilling Program in Washington State

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By: Becky Garrison

In 2018, South Puget Sound Community College (SPSCC) in Olympia, Washington launched the first associate degree program in the United States that focused on craft brewing, distilling and cider making. In comparison to institutes that award certificates upon completion of their programming or colleges that offer Bachelor of Science((BS) degrees designed to teach the science behind these arts, SPSCC’s program includes instruction on the full range of practical skills required to one to open their craft establishment or secure employment as a brewer, distiller or cidermaker. Students enrolled in this program will learn the entire production process, including product development, packaging and label design, along with the necessary business skills required to operate a craft industry in the 21st century. 

  Washington State proves to be a logical site for establishing this practical craft-focused programming, given the role Pacific Northwest brewers played in launching the craft beer revolution. Currently, this state ranks among the top in the nation for the number of craft breweries and distilleries, as well as the production of apples for making cider.

SPSCC’s Craft Brewing & Distilling Program

  SPSCC partnered with Craft District, LLC to lease up to 10,000 square feet of space that includes classrooms, labs, a small-scale production space, offices and a conference room. Craft District oversees the Tumwater Craft District which is located within proximity to historic Olympia Brewing Company (1896-2003).

  As noted on The Tumwater Craft District’s website, “The district was born out of a Washington community vision for a handcrafted space for people, by people. Blending shopping, services, local arts and education, here you’ll find vibrant retail, dining and event spaces where friends and family can experience first-hand the collaborative, vibrant state of Pacific Northwest craft. Rooted in Tumwater’s brewing history, Craft District blends a brewing and distilling educational experience with the region’s passion for all things crafted, from beer, wine and spirits to restaurants, boutiques and meetup and startup spaces. At the center, a 2,000-person amphitheater for live music and other events.”

SPSCC Degrees Offered

  Students can choose between two two-year tracks. The two-year associate in applied science (AAS) program focuses on the science and production of craft beer, spirits and cider and is geared toward those without a college degree. Those who already possess a degree in business can apply for their two-year Bachelor of Applied Science (BAS) program, which is designed to boost one’s career in craft business management and quality assurance. In both programs, students have the option to enroll in two of the three tracks. Currently, over half of their students chose the brewing program, with approximately 35 percent choosing the distilling program and the remaining option for the cider program.

  These programs are available to those who are 21 and older, with a mix of those looking to enter the industry, veterans seeking to expand their skill sets and retirees looking for a second career. The majority of the student body comes from the Pacific Northwest, though they recruit nationally. So far, the average age of their students is 37, with 80 percent male and 20 percent female.

  Their inaugural cohort, which graduated in 2020, consisted of 25 students, though they can take a maximum of 120 students. Students are divided into four cohorts, each comprising a maximum of 30 students. This small size affords the students individual attention while ensuring that the facility does not become overcrowded. Also, this intimate space allows for considerable experimentation, with students encouraged to explore their creative side while receiving guidance on how to fine-tune their products.

  The first year of the program focuses on building a foundation in brewing, distilling and cider making. The following year, students will implement this theoretical knowledge into practical application by creating actual products, including developing the packaging and design, along with learning the necessary business skills required to operate a small startup operation. Their goal is that this program will lead to long-term, living-wage jobs for their graduates, which, in turn, will benefit both the local community and the surrounding region.

  For those living outside of the Olympia area, most of their classes are available online, though they require three weekends per quarter on-site at their facility in Tumwater. In addition, they plan trips to equipment fabricators, such as JV Northwest in Camby, Washington, and agricultural hubs, such as Yakima’s hop fields, which grow about 75 percent of the hops produced in the United States.

  This hybrid model allows for a flexible schedule that can accommodate a wide range of experiences and lifestyles, from those new to the industry to veteran home brewers. Also, this hybrid model allows people with full-time jobs or other obligations, such as child or elder care, to participate in this program as they can work their schedule around their prior commitments.

  Currently, they have one full-time faculty member: Dr. Chelsea Gustafson, the science professor. All other faculty members are adjunct professors who also work in the industry.

According to Jason Parker, co-founder of the Seattle-based Copperworks Distilling Company and an advisor to this program, this opportunity best serves two roles. One is helping people who are considering opening their own brewery, distillery or cidery make more informed decisions, which one hopes will help save some of the hobbyists from squandering their life savings. The other big value is having a place to send employees who have worked for a small company for a while and want to advance, but no one is available to train them on what they need and would like to know.

SPSCC Partnership with Percival Creek

Given that colleges cannot directly own a commercial brewery or distillery, the South Puget Sound Community College Foundation formed an LLC to oversee Percival Creek. Slated for opening in Summer 2024, this tasting room situated in the Tumwater Craft District will feature select offerings created in part by teachers and students while also providing students with practical experience managing the business side of the beverage industry.

  Percival Creek Brewing features bohemian pilsner and pale ale beers, with plans to feature a total of six to 10 taps highlighting the best recipes produced by students and staff. Currently, Percival Creek Cider offerings include blueberry and habanero-infused ciders, with Percival Creek Distilling striving to create spirits that blend well in cocktails. While they do not have a full cocktail bar, they will feature select cocktails, such as a Moscow Mule, made using Percival Creek spirits and a ginger beer made in-house, along with light appetizer options.

  From a consumer perspective, visitors guests can soak into the area’s rich brewing history, knowing they are helping to build up the next generation of craft makers. That said, Scott Carroll, the business director of SPSCC’s Craft Brewing and Distilling, doesn’t want people to purchase products from Percival Creek solely because they want to support a college. “The products need to be excellent. That’s what we do. This is not really going to be that big of a reach because we have such terrific instructors and mentors.”

  Also, they partnered with Total Wine as a commercial partner to distribute their products to a broader audience soon. According to Carroll, this partnership benefits both parties. “We can use our capabilities as an educational institution and educate employees about how spirits are made, which will translate to a better guest experience when someone goes in to buy something from Total Wine.”

The estimated cost for this program is around $2,000 per quarter, with their foundation making scholarships available to students. Other funding sources include work-study programs and workforce transition funds.              

  Detailed information about SPSCC’s Craft Brewing and Distilling programs can be found on their website: https://spscc.edu/food-beverage-arts-hospitality/craft-brewing-distilling

Braxton Brewing Company

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Beer, Bourbon Barrel Aging and the Path Forward

many people surrounding the bar in Braxton Brewing Company

By: Gerald Dlubala

We never know when the entrepreneurial spirit may hit. For Evan Rouse, co-founder and CPO of Braxton Brewing Company, it hit while he was still in his teens.

  But he was interested in something other than the businesses many teens jump into, like grass-cutting or retail careers. Rouse’s interest was the business and art of craft beer and brewing. Even though he was only 16 years old at the time, nowhere near the legal age to enjoy a craft brew, that didn’t stop him from following his passion and building his first home brewery in his family’s garage on Braxton Drive. Yes, you read that right. Evan Rouse was brewing craft beer in his garage years before he could legally enjoy the fruits of his labor.

  But he wasn’t finished there. Rouse had a vision of what the perfect craft brewery would be like. He envisioned a comfortable place that brought folks together to relax while enjoying whatever style and type of beer they preferred. With that vision in mind, Rouse and his brother opened Braxton Brewing Company. Braxton Brewing Company celebrates the Rouse family’s determination, knowledge and pride while being a brewery everyone can enjoy, regardless of taste and style preferences.

From Family Garage to Multiple Locations

  “We opened in March 2015,” said Jake Rouse, Evan’s brother and the co-founder and CEO of Braxton Brewing Company. “Opening a craft brewery was the natural progression and conversion of my brother’s initial interest in craft brewing back in our garage on Braxton Drive. I was fortunate to be able to sell my successful technology company at the time, and we decided to look at the craft brewing landscape. Evan was more than ready to jump into the industry, so we basically took a leap of faith and opened Braxton Brewing Company in Covington. That’s our original spot. We later opened another location in Cincinnati after the pandemic. When the pandemic went through, the owner of a closing Cincinnati taproom reached out to us based on our experience and expertise to see if we wanted to take over the location. We did, and now have taprooms there, at CVG International Airport and in Fort Mitchell, Kentucky.”

  The Rouses are planning a fifth location in Union, Kentucky, just around the corner and a few blocks from the garage where Evan first set out on his brewing journey. Slated to open this fall, the Union location pays homage to the memories and location of where everything started on Braxton Drive. The 20,000-square-foot greenspace and beer garden will be home to three local favorites, Braxton Brewing Company, Dewey’s Pizza and Graeter’s Ice Cream – all in an inclusive, one-of-a-kind family destination. It’s a place to come together in the heart of Union, Kentucky, and enjoy pizza, drinks, ice cream, specialty programming, music, events and more, all in one location.

  Braxton Brewing’s Union location will also feature a full craft cocktail bar in addition to its diverse and distinctive beer list.

  “We’re excited to announce a new cocktail and bourbon partnership to appeal to our non-beer drinking customers,” said Rouse. “That bourbon partnership is helping us to create a one-of-a-kind, beyond-the-beer space in our taprooms. We also partnered with one of the best mixologists in the country to craft a unique cocktail menu that allows our cocktail-loving friends and visitors to enjoy and experience unique cocktails and quality bourbon just as if they were at their favorite distillery. We combine great spirits and a modern, comfortable setting to provide an authentic distillery experience at our taprooms.”

  Rouse tells Beverage Master Magazine that all Braxton beers are brewed in their original Coventry location, where they’ve always looked to create craft beer that appeals to the masses.

  “We want everyone to find something they like across several styles,” said Rouse. “Our brand, so to speak, is brewing and serving customer-driven beers so everyone can feel welcome and included when they walk through our doors. Whatever types and styles of beer our customers love, we want those included in our lineup, if that makes sense. We listen and try to include our customers’ preferences in our product lineups as much as possible.”

  The diverse beer menu of their Union Barrel House is typical of what is available at any one time.

  The expansive list includes variations on their signature barrel-aged beers, lagers, doppelbock, pilsners, shandies, sours, cream ales, stouts, hefeweizens and more. And, of course, you’ll always find their Garage Beer on the menu, an easy-drinking classic American light lager available in regular or lime.

Barrel Aging from the Beginning, Braxton Now Offers Private Barrel Program

  “From day one, we’ve always had a robust barrel-aging program,” said Rouse. “And when you’re a Kentucky-born brewery, you have to take pride in that program. It’s all about the beer we come up with, but it’s also about what that whole process looks like. And then we celebrate our barrel aging program with our friends and visitors at our signature end-of-year event called Dark Charge Day.”

  Dark Charge Day is a highly anticipated, end-of-year annual event created by Braxton Brewing to celebrate, showcase and sample their barrel-aged beers for the year.

  “We’ve done it from day one,” said Rouse. “This is our 10th year hosting our Dark Charge Day for our community. We shut down the street and release our bourbon-aged beers, including our bourbon-aged imperial stout. During the celebration, our visitors can enjoy and sample our offerings in an event-style atmosphere rather than maneuvering a specific single-beer release. It’s a great way to connect with our community while allowing them to taste things that they may not have had the opportunity to experience previously. It’s a way to gain new insight and knowledge about what we do and who we are, but it’s also a way to find out what releases and profiles resonate with our customers. The aging barrels are all acquired through our bourbon partnership, and we always have a large amount of them in the process of being filled for future releases. It’s always exciting to see the results and where future releases will take us.”

  Braxton Brewing offers a private barrel-aging program for those beer enthusiasts who have always dreamt of creating their own beer style. In perhaps the country’s first such experience, Braxton Brewing’s private barrel program allows customers to literally take the controls and create their own unique barrel-aged beer. Customers choose the beer style, the packaging and can even use that catchy beer name that they’ve had rattling around in their head should they ever come up with their own craft beer.

  “The private barrel program is just another option for our customers to do something different and unique,” said Rouse. “It may not be the main core of what we do, but it’s a great opportunity to experience and be part of the journey that a barrel-aged beer goes through.”

As the Industry Changes, So Must Craft Brewers

  “Realistically, the craft beer industry is changing,” said Rouse. “I think the modern craft brewer has to appeal to the varied tastes and expectations of the modern consumer. We focus on delivering an experience upon entering our taprooms that reflects customer expectations. Far too often, a brewery or taproom is delivering the same experience as multiple others nearby, and that’s just not going to work anymore. There are just too many breweries that are similar to the next brewery that may be down the street. With Braxton Brewing, any drinker can come into our brewery and taproom and have the experience that they were expecting.”

  Rouse said that the main thing for craft brewers to remember is to stay true to themselves while providing for their customers’ needs. By doing this, a craft brewer will take care of his customer base, be attractive to new customers and ultimately figure out a path forward from there.

  “Just like with us and our barrel-aging program, brand identity and customer focus,” said Rouse. “We’re doing what we think makes sense, and we’re excited to see the outcome and future path forward. But just like the majority of craft brewers have to do right now, we’re adapting, changing, focusing on what our customers want and expect and using that as a guide for future growth.”

  To find out more about Braxton Brewing Company and their locations, or to reserve a space for your next get-together, visit their website or contact them at:

Braxton Brewing Company

27 West 7th Street • Covington, KY 41011

(859) 261-5600 • social@braxtonbrewing.com

Letting Off Steam: Steam Boilers and Other Options

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droplets of water causing steam

By: Cheryl Gray

Versatility. Safety. Efficiency. Temperature control. These are just some of the benefits that experts say boilers provide craft brewers and distillers.

  Among the most popular options are steam boilers. Steam is considered an efficient method for heating processes because it evenly – and quickly – transfers a large amount of heat. Steam volume and velocity play important roles in this process. Sizing a steam boiler to fit the capacity needs of a brewery is also important. Too small a boiler will not do the job. Too large a boiler will lead to short-cycling, which will cut the life of the boiler and cause other problems.

   In a brewery, the kind of heat that steam boilers use is essential for processes such as boiling wort, keeping fermentation on point, creating flavor profiles, cleaning production areas and sterilizing equipment.

  For distilleries, steam from boilers is as important as air to breathe. Boilers can produce an abundance of hot water at specific temperatures, a critically important function for replicating spirit recipes with a precision that guards against compromising product flavors.

  Among the companies with expertise in manufacturing steam boilers for breweries is

Hurst Boiler & Welding Company, Inc., which is headquartered in Coolidge, Georgia. The company was founded in 1967 and has since expanded its campus to nearly 17 acres, home to a 314,000-square-foot manufacturing plant that builds all types of boilers for clients worldwide.

  In going through a checklist for boilers, Hurst points out that many of its brewery clients also prefer steam models because they are non-flammable, unlike direct-fired heating options. Pressure relief valves are another feature that helps to ensure safe operation. Steam generated from boilers is also versatile since it can be used for multiple brewery operations beyond heating, such as powering mechanical equipment like pumps and motors. When it comes to cleaning, steam is known for its sanitizing properties. It kills bacteria and other microorganisms that can contaminate brewery products. Breweries can also use the steam to sterilize containers and packaging materials. Another good feature of boilers is that the steam created is environmentally friendly, giving users an option other than direct-fired heating, which is dependent upon fossil fuels. Finally, steam boilers are environmentally friendly. Steam can be generated using renewable sources, such as biomass or by way of energy recovery systems.    

  A rundown of popular Hurst products includes the Hurst Series 4VT Steam, a 4-pass, high-pressure vertical tubeless boiler. The company describes its Cyclone Steam Boiler with features that promise high efficiencies, lower fuel costs and rugged construction, including 6-100 HP, 201-3,450 MBTU/HR and steam to 250 PSI. The Hurst product has a compact design, comes factory assembled and is fully automatic and easy to install.

  The product can also reduce NOx, or nitrogen oxide, which are poisonous to humans. This group of chemical compounds can cause respiratory issues and other types of illnesses, which is why it is important to minimize their presence in breweries and distilleries.

  Hurst also has a line of firebox boilers, including its Hurst Series 45 and 100 Firebox Boilers. Its 3-Pass Firebox Packaged Boiler features a flexible three-pass boiler design that provides options for fuel flexibility, including gas, oil and combinations of gas and oil. It features 7.4-650 HP, 248-21,759 MBTU/HR, steam up to 15 PSI and hot water up to 100 PSI. The products are designed with the thickest, industry-wide boiler steel for 5 PSI steam/30 water. Features also include a unified refractory base floor, steel skids and lifting eyes.

  Miura America Co., Ltd. is another boiler company specializing in steam boilers. This global company, based in Japan, has its United States headquarters in Rockmart, Georgia, with regional offices throughout the U.S. Experts at Miura say that many of its distillery clients consider the steam boiler an irreplaceable part of their operations. Those experts add that not only do distilleries need a limitless supply of water, but proper temperature control of water used in distilleries lowers the risk to workers and avoids compromises to the quality of products. Steam allows distilleries to add their finishing touches and helps to ensure the flavor profiles of the distillery products.

  Steam boilers can also be used to control the temperature of an entire distillery operation. For example, many distilleries have a tasting area for visitors to try products, and some also offer tours. Both of these guest areas need air temperature control, and steam boilers can help with properly controlled steam heat. Miura considers the steam boiler the best industrial option for distilleries. The company says its boilers can start producing steam within five minutes of a cold start-up. That makes things cost-efficient for distilleries that don’t have a need to operate 24 hours, seven days a week. The company also boasts that its steam boilers are easy to maintain. Inspections take far less time as compared to other boilers. In addition, if a distillery has more than one steam boiler, it means that while one is undergoing inspection, the rest can continue operation. These are options that help distilleries stay on production schedule.  

  Miura offers a variety of boiler options, including industrial steam boilers for breweries and distilleries, such as its ultra-low NOx steam boilers. The company designs the steam boilers for the present and future needs of the brewery and distillery clients it serves. Touting a compact design and easy operation, Miura also has modular boiler systems that assist in lowering operation costs and help meet fluctuations in steam demand. The boilers don’t have to operate around the clock, which saves time, boosts productivity and drastically reduces NOx emissions. The company’s multiple boiler system designs include a backup boiler with a smaller footprint that doesn’t have to run all the time. Start-up breweries and distilleries can add capacity to their boiler rooms as their businesses grow, thus avoiding more costly upfront expenses. Safe operation is another major feature, with greater accessibility, easier system testing and the elimination of sight glass. Miura says its boilers maintain low-volume water in their tubes, thus limiting the dangerous risk of pressure vessel failures. 

  Olympic Distillers, headquartered in Port Angeles, Washington, makes distilling equipment of all types, including a full line of copper moonshine stills and beer keg distillers. The company provides a variety of stainless-steel equipment along with kits and parts. Olympic Distillers also has a full line of micro-distillery equipment for craft distillers.

  Among their boiler products is the Jacketed Bain Marie Style Boiler, a 26-gallon model designed to prevent scorching. The boiler is equipped with a 240V dual-element heater controller. The boiler’s features include a pressure relief valve, lighted overhead sight glass and a 10-inch access door. Its heating elements draw 4500w each. The still connection is a six-inch tri-clamp, and adapters are available to fit a four-inch flute on the boiler. There is another version of this product with a 53-gallon capacity and a 12-inch access door. The still connection is an eight-inch tri-clover.

  Still smaller is the Jacketed Bain Marie Style Boiler, which has a 13-gallon capacity. This boiler, intended mostly for at-home distillers, is copper-lined and made from food-grade 304 stainless steel. It is 100 percent TIG welded and available with a two-, three- or four-inch copper lid. The two-inch tri-clover element port accepts Olympic’s single-element 4500w/240V electric heater.

  Another product is the Single-Wall Boiler with a 53-gallon capacity. This boiler is made from 304 stainless steel. It comes with an agitator and 220V dual-element heater controller. The agitator is 240V 120w and 0.9 amps 1600 rpm. The still connection is four inches.

  From steam to other options, boilers play an integral role in breweries and distilleries of every size. Experts say that steam options are becoming increasingly popular for every reason, ranging from environmental integrity to cost-effectiveness. Consulting with an expert company is the first step to determining proper boiler equipment for current needs as well as for expansion in the future.

Sourcing Grains for Craft Distilled Spirits

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two men standing at bag with grains in their palm

By: Becky Garrison

According to Michael Swanson, co-founder, farmer and distiller for Far North Spirits (Hallock, Minnesota), craft distillers have an excellent opportunity to highlight the difference between a crop grown for flavor compared to a crop grown solely for yield. This distinction affords them unique opportunities to explore how to source the specific grains that will produce a spirit with a particular desired flavor profile.

  Swanson cites rye as an example, as that’s the primary grain he utilizes in his whiskeys, and he observed how this scenario plays out similarly to many crops. As he observes, historically and across multiple countries, winter rye has been grown and sold as a commodity. There are exceptions to this, particularly in pre-prohibition Pennsylvania, where rye was grown specifically for use by the many distilleries across the state. But for the most part, rye was and still is treated as a commodity. However, when they started growing rye to distill into whiskey, they realized that their particular variety had a distinctive flavor profile.

  So, Swanson and his team conducted a three-year crop research study that was the first of its kind. In this study, they grew 15 different varieties of rye and then milled-mashed-fermented-distilled them individually. From this, they could determine that all other things are equal, the variety of rye alone affects the flavor of the whiskey. Also, after barrel aging the whiskey, they found that the aging process amplified the differences in flavor between the varieties. In particular, the open-pollinated varieties showed a much broader flavor spectrum than the hybrid varieties.

  Despite the increase in flavor in the open-pollinated varieties, the hybrid varieties have been quickly gaining acreage across the U.S., Canada and Europe because of their much higher yields. These high yields enable farmers to increase their gross revenue to the point that growing hybrid rye can be almost as profitable as a corn/soybean rotation, with much lower input costs. But growing the majority of open-pollinated varieties at this price point isn’t profitable. Hence, mass producers of whiskey aren’t willing to pay more for open-pollinated rye due to the massive number of bushels that they consume in a year.

Talking About Terroir

  Swanson has observed that craft producers who focus on producing products based on flavor rather than yield are willing to pay more for grains with a broader spectrum of flavor. To this end, craft distillers have started conversations about terroir that are very similar to defining a wine by taking into account factors such as the vineyard where the grapes came from and the AVA where this vineyard is located. Simply put, place matters, with regional differences emerging among whiskeys produced by craft distillers based on where the grains are grown.

  Miles Munroe, master blender for the Portland, Oregon-based Westward Whiskey, views barley similar to how a winemaker considers different wine styles, the different grape varietals and the various climates in which they’re grown.

  “We know that barley types, soil, and climate bring diversity and complex flavors to whiskey. The shape of our custom pot stills and the way we approach distillation allows for the most amount of grain character to come through, so we’re focused on high-quality barley that has a sense of place,” he reflects.

  In recent years, the Skagit Valley in Western Washington State, situated along the same latitude as the Scottish Highlands, has emerged as a major agricultural hub. This distinction led to Copperworks Distilling Company (Seattle, Washington), Westland Distillery (Seattle, Washington) and Westward Whiskey emerging as leading players in the evolution of the creation of American Single Malt as a new spirits category.

Sourcing from Malthouses or Direct to Farmers

  Except for a select number of distilleries that malt their grains in-house, distillers work with a malt house to source and then malt the grains according to the distiller’s particular specifications for a given spirit. These malt houses can ensure that the grain meets minimum specifications so that it can be malted.

  Some craft distillers follow the model of distilleries like Westward Whiskey, where they work with malt houses that source local barley, which gives their spirits a sense of where the grain is from. Miles Munroe, master blender for Westward, chooses two-row barley because it meets the standards of what craft brewers also expect. So, they select their malt houses with these criteria in mind.

  Others, like Tyler Pederson, master distiller at Westland Distilling, work with a network of local malt houses and brokers to source their malted barley. These partners work with regional farmers to select and procure the raw barley they malt to their specifications. Pederson describes this process, “It’s a very involved effort, and we collaborate with everyone throughout our supply chain, even going so far as funding a barley breeding program to develop new varieties for the whiskey industry.”

  Westland’s Colere editions were created specifically to reflect how different varieties of barley offer different flavors. To date, they’ve released three expressions: Colere #1, made with Alba, #2, made with Talisman and their current expression and #3, made with Pilot. How Westland sources its grains was one contributing factor to its achieving B-Corp Certification in 2024.

  A small but growing number of distillers like Far North Spirits purchase their grains directly from the farmer. According to Jason Parker, co-founder of Copperworks Distilling Company, “This represents a new way of doing business where a customer is getting better flavor, sometimes at the expense of a good yield.” He cites his experience sourcing a barley variety named Alba as an example. After they created a delicious whiskey using Alba, they found their local malt house had encouraged their supplying farmers to quit growing it because they found another barley that was easier to malt and produced a higher yield. But it didn’t taste like Alba, and now the flavor it produced is no longer possible to produce.

  To convince farmers to grow specialty grains like Alba that may yield fewer bushels per acre or perform less efficiently in the malthouse, they put the word out to farmers that they were willing to pay the farmers per acre instead of per bushel. Once they contract with farmers to bill by the user rather than the bushel, thereby sharing the risk with the distillery of planting grains for flavor rather than yield, they will contract with a local malt house, such as Link Foods, to malt the barley.

  Before contacting farmers, Swanson recommends doing research into the specific varieties of grains that grow best in one’s particular area. This knowledge will help ensure that the farmer can grow this particular grain variety in a large enough quantity without sacrificing quality such that the farmer can make a profit and the distiller can produce a quality spirit.

  Gabe Toth, lead distiller for The Family Jones (Loveland, Colorado), describes how working with Olander Farms/Root Shoot Malting, which is less than five miles from their production distillery, affords them multiple opportunities. “We can develop local, unique flavor, keep our dollars local and support local businesses. We can also reduce our supply chain footprint, reducing both our vulnerability to disruption and our carbon usage via transit and work directly with our farmers to experiment with new grain varietals. This helps us support on-farm sustainability initiatives or collaborate on other projects that are a result of having direct relationships and even friendships with them.”

Challenges in Sourcing Grain Directly from Farmers

  In Toth’s estimation, price is probably the major factor working against this approach, followed by uniformity. As he reflects, “Commodity agriculture over the last several decades has increasingly squeezed small farmers out of the market, and the relatively small farms we work with don’t have the economies of scale to leverage for competitive pricing. Local grain can also be more prone to variability compared to a large processor that can over-contract and be more selective or blend away variation.”

  However, Parker reminds craft distillers that focus on making value-priced whiskeys, as opposed to flavor-driven whiskeys, that they can’t compete with the big producers on price. Big companies have economies of scale and contracts that are not available to craft distilleries. “So, you might as well chase the one thing you can control, which is good, unique flavor. To do that, you probably don’t want to be putting the cheapest ingredients in but rather use grains and other products that make a real flavor difference.”

Liquor Licensing & Insurance 101

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What Establishments Selling Liquor Need to Know

By: David DeLorenzo

When you’re operating an establishment that serves food and alcohol, being properly licensed and insured is crucial to the safety and the success of your business. Even if you’ve been in business for some time, it’s vital to stay abreast of ever-changing laws as they apply to serving liquor, specifically. Read on for some liquor licensing and insurance tips to keep your business running strong, while you protect yourself and your staff.

  First of all, it’s important to consider the type of license that you have and the insurance that will cover it. A lot of people may have a misconception about the type of license they have and the dictation for what type of insurance that is needed. For example, a No. 6 license (subject to Arizona law), which is generally a bar license that is 100 percent liquor that will have some dictation on the type of insurance that you will need. You will have to go to markets that are fully vested in the ability to write 100 percent liquor or 50 percent or more liquor, because of that No. 6 license.

  However, the license itself is not as important as the percentage. It only matters that you have a license when it comes to insurance. For example, consider a No. 12 license, which is a restaurant license that allows you to serve 60 percent of your sales in alcohol and at least 40 percent of your sales in food. The insurance agency will look at that No. 12 license, but what they really want to know is how much you are actually serving in alcohol and how much you are serving in food.

  The reality is that most No. 12 businesses may serve 30 percent alcohol or five percent — a lot less than that 50 percent (which is generally what a No. 12 license allows for). All the insurance company really cares about or looks at is the actual percentage of liquor to food. However, if you served 60 percent alcohol and 40 percent food, the insurance company may still classify you as a bar and you will likely have a higher rate even though you have a restaurant license. It’s the percentage of food to alcohol sales that really matters when it comes to your insurance coverage and rates, not necessarily the license itself.

  In the insurance world, if you serve 30 percent alcohol and 70 percent food, for example, that is generally the threshold and the maximum for you to get the most positive and beneficial insurance rate in Arizona because your liquor is 30 percent or lower. Once you exceed that 30 percent threshold, it puts your business in another category of insurance that basically does not allow you to go to those direct markets for your coverage.

  You will need to go to a secondary market, generally a more expensive market, because your liquor liability is increased when you have more people drinking liquor. You have to be insured differently the more liquor you serve and typically those direct markets don’t want to take on that risk. However, there are other markets for that.

  If at least 30 percent of your sales are attributed to liquor, you should look into an umbrella to go over your primary coverage. This umbrella will give you another layer of protection over what you’ve already purchased in terms of your insurance.

  It’s also important to carefully analyze the amount of entertainment your establishment provides and the hours of operation if you’re getting into heavy liquor service. Those two factors will impact on your rate just as much as serving more alcohol than a standard restaurant would.

  There is nothing wrong with entertainment or later hours, but you do need to understand that those factors put you in a different classification at that point. Based on that you will need to adhere to higher rates. This is because the companies that write these have actuaries that have determined what they need to charge in order to create an actual rate that makes sense for the carrier to write the business.

  When it comes to selling to-go alcohol, it hasn’t really come to full fruition as many thought it would after COVID. There are insurance companies that write liquor stores, convenience stores or even grocery stores, which is basically to-go alcohol. When you look at those types of establishments, to-go alcohol is already being sold. It hasn’t really changed the stance from an insurance perspective when restaurants are selling to-to alcohol. They just look at the total amount of alcohol sales coming out of that establishment. For example, if a restaurant is selling only three percent alcohol and the rest is food, the insurance company won’t really look at whether that three percent is from to-go liquor sales or not.

  Ultimately, it is up to the establishment to perform in the act of not overserving a customer and not serving a customer that is already noticeably intoxicated. That is regardless of whether the alcohol is served at their establishment or purchased to-go. While selling to-go liquor as a restaurant or bar is legal, is it important to be properly licensed for that.

  For any business selling liquor, it is important to review your policies once a year with your insurance agent to ensure there aren’t any changes that would necessitate an adjustment to your coverage. It is also vital to adequately train your staff, particularly in the awareness of not overserving or not serving a customer that appears to be already intoxicated.

  Documentation of this training is also extremely important. Keeping that and all other documentation in a place that is safe and yet accessible can help protect your business if something were to go awry. If you hear of an incident, even if you don’t

know whether that person was at your establishment, collect your camera footage from that evening and save it in the event of a law suit. You may or may not be liable, but it is good to have, particularly if there was a wreck or even a death near your business. It’s a good idea to collect that data just in case. Security cameras with time-stamped data can be a lifesaver to your business and your staff.

  It’s always important to work with an insurance agent that specializes in the bar and restaurant industry. They will have the knowledge to support your needs and also ensure that you have the coverage you need to protect your business, your staff

and your clientele.

  Out of his passion to serve the restaurant and hospitality industry, David DeLorenzo created the Bar and Restaurant Insurance niche division of his father’s company The Ambassador Group, which he purchased in 2009. For more than 20 years, he has been dedicated to helping protect and connect the hospitality industry in Arizona. For more information visit our website: www.barandrestaurantinsurance.com.

Tips & Trends Using Flavoring in Beer and Spirits

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picture of many colors of different fruits

By: Alyssa L. Ochs

Every kind of beer and spirit has its unique flavor profile, yet many producers are getting creative by adding their own flavorings. Craft beverage makers can enhance natural flavors by adding flavor concentrates that tap into consumers’ sense of nostalgia and help them stand out in a crowded marketplace. Flavors can make your beverages more enjoyable than ever before. Yet, their addition to your menu should consider your target customers and be part of a strategic marketing approach that reflects their current and future tastes and interests.

  Beverage Master Magazine connected with experts in the flavoring field to help breweries and distilleries better understand this trend and how to make it work to their benefit.

The Role of Flavors in the Craft Beverage Industry

  Breweries and distilleries may use flavorings to add complexity to a beverage or to highlight its uniqueness. Flavorings can draw in new audiences that might not otherwise try a beverage and entice the imaginations of curious consumers looking for the next big thing when they go out for a drink. Adding even a single flavor can offer your consumers a sense of comfort, escapism, adventure, indulgence or reminiscent memories – all powerful concepts that go beyond simple refreshment in a glass.

  Blake Lyon, the senior applications scientist for FlavorSum, told Beverage Master Magazine that flavors provide another tool to bring your dreams to life. FlavorSum is the fastest-growing North American flavor company and has applications for alcoholic and non-alcoholic beverages, bakery and snack foods, confections and dairy.

  “A flavor company can help create your vision of a strawberry fudge sundae beer or vodka cocktail and make little adjustments until you have a smile that shows you’re proud of something you created,” Lyon said. “Strawberry not juicy enough? We can adjust the flavor. Want to add a slight caramel note to the fudge to bring out more sweetness? Flavor can make it happen. Developing uniquely great-tasting craft beverages without flavor is extremely challenging and time-consuming. Even if your first batch meets your expectations, you may be unable to reproduce it. Flavors have your back!” 

  The type of alcoholic beverage you are developing should dictate the flavors you consider for addition. For example, flavors that typically complement beers and ciders include apple cinnamon, caramel and blueberry. Peach, strawberry and guava flavors work well with vodka, while honey, black cherry and salted caramel flavors go wonderfully with whisky. Lemon and lime flavors pair well with tequila and gin, while fruit-forward flavors like kiwi and cranberry might be perfect for your distillery’s ready-to-drink cocktails.

How FlavorSum Approaches Flavors

  Lyon at FlavorSum shared with Beverage Master that while every company has a mission statement, not all truly embody the words.

  “When I joined FlavorSum, I noticed a different tone,” Lyon said. “We treat customers more like partners, and when a partner needs help, we go further than just supplying them with a great flavor. When I started, I was given a pyramid with three key points to keep in mind for every project and every customer interaction. Our core values are to strive for excellence, be a team player and do what’s right. I try to live those values every day, and I see that commitment in my coworkers as well.”

  When asked about what considerations breweries should keep in mind when adding flavors to beer, Lyon replied, “I may deviate from other companies here, but when we partner with breweries, we first ask, ‘Is your goal to do what others are doing, or do you want to forge your own path?’ 

  The answer to that question helps FlavorSum collaborate on a framework to achieve the brewer’s objective.

  “Flavors get a bad rap in the brewing industry,” Lyon added. “If I traded roles with the brewer, I might agree since creating a recipe as pure to the art as possible is often the objective. The purist approach does constrain what you can develop. I have heard of places ‘dry hopping’ with whole pies, but that won’t have the same impact as partnering with a flavor company. With flavor, you’re more limited by your imagination than by the ingredients available. We can use natural ingredients to help make your wildest dreams come to life and formulate a beverage that stands out at the tap room and parties featuring beer.”

Flavorings from Mother Murphy

Another company that works in the space of flavorings is Mother Murphy’s, a family-owned and operated food flavoring business with headquarters in Greensboro, North Carolina. Mother Murphy’s comes up with innovative ways to serve the beverage, bakery, dairy and confections markets with flavor capabilities that extend to emulsions, extracts, liquids, powders and spray-dried offerings.

  Al Murphy from Mother Murphy’s Flavors told Beverage Master how his company serves the alcoholic beverage industry by working with craft breweries and distilleries.

  “We manufacture flavors and extracts that are used to make flavored beers and seltzers,” Murphy said. “We have over 3,000 flavors that are TTB-approved with FIDS. They are used to make flavored liquors and flavored spirits. Flavors are typically used with sugar & acid to help make flavored spirits.”

  When asked what makes his company unique while operating within the food and beverage flavorings industry, he said, “Our people, knowledge within the industry and our products set us apart from our competitors.”

Benefits and Challenges of Flavors

  Lyon at FlavorSum shared some practical knowledge with us about the benefits flavors provide to brewers and distillers.

  “Flavors can save you time – time fermenting or extracting while your product sits in tanks,” he said. “You’ll spend less time cleaning since you won’t have to climb into the tank to shovel out all the leftover fruit. Flavors also provide consistency. You won’t have to worry about how the crop will turn out each year. You won’t need to spend time adjusting your formula to dial in the same flavor you gave to people last year. Flavors are the same every time and have the same dosage. You’ll gain peace of mind. You put significant time and effort into crafting a beverage for your fans to enjoy. Now, you can turn out great products with a little less effort and a consistent profile. We’re proud of our short lead times, so you won’t have to worry about having the flavors you need to meet demand.”

  The challenges of using flavorings in beer and spirits include staying authentic to the original beverage and retaining customers with the new innovations. There are also regulatory issues to be aware of, as the Alcohol and Tobacco Tax and Trade Bureau must approve flavors before they can be added to alcoholic beverages. Therefore, manufacturers need to be able to disclose the composition of their flavors to be compliant with the law.

Current Flavoring Trends

  There is little doubt that flavors are trending right now as a general concept in the craft beverage industry. An increasing number of producers are becoming interested in highlighting florals, spices, exotic fruits and dessert flavors in their beverage lineups.

  “We are watching the rise of bitter flavors showing up in craft beverages,” said Lyon from FlavorSum. “Drinks incorporating amaro (e.g., Campari) and botanical liqueurs (e.g., Aperol) have been on the rise, which shows me people are looking for drinks with a little more complexity. As people explore beverages such as an Aperol spritz, a ripple effect could lead to more consumption of gin. Cocktails like the boulevardier, which has Campari and bourbon, could increase interest in other spirits.”

  Lyon went on to share, “People may be looking for softer entries into these types of drinks, and the lower ABV found in some ready-to-drink cocktails gives them an option. We have been exploring the bitter flavors space and adding twists to classic cocktails. For instance, we put an Italian twist on the traditional Negroni to elevate the ready-to-drink cocktail experience. We used Aperol instead of Campari and added some blood orange to emphasize the sweetness in contrast to the bitterness.”

  With regard to trends, Murphy from Mother Murphy’s shared with us that his company has noticed classic cocktails and super premium and premium RTDs are extremely popular. 

  “Sweet tea RTDs are on fire right now,” Murphy said. “Flavored whiskeys are trending with indulgent profiles.”

  Mother Murphy’s has a “flavor industry insights and trends” page on its website where craft beverage producers can learn more and stay ahead of the curve of what may interest their customers. For example, flavoring trends often follow the seasons due to the types of foods many people gravitate to around their favorite holidays.

  If your brewery or distillery is new to the concept of flavoring but is interested in learning how it may expand your customer base or help you branch out and try something new, consider reaching out to these companies to discuss your options. Even just a few subtle tweaks in your recipes could open up a whole new world of possibilities and help your business stand out from others in your community. Perhaps now is the right time to get creative and see how flavorings can enhance your current lineup of beverages!

Mixology Meets Technology: Delivering Value Through Flavor Innovation

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By: Doug Resh – Director, Commercial Marketing at T. Hasegawa USA

The alcoholic beverage industry has evolved in many ways in recent years, adapting to drastic changes in what consumers are looking for in their drink choices and the role that alcoholic beverages play in their lives. After years of the pandemic disrupting and influencing their relationship with alcohol, such as the growth of RTD beverages, at-home mixology and even a ‘drysolation’ low-ABV movement, consumers are cautious in their purchase decisions due to perceived economic challenges – yet still seek excitement and experience from beverages.  As consumers tighten their discretionary spending on restaurant dining and drinking, they are looking for the most value possible in their alcoholic beverage choices. The role of the flavor industry is evolving and becoming more critical than ever in encouraging product trial and experimentation through exceptional taste.

  According to Mintel research1, 80 percent of U.S. consumers feel that financial challenges would affect their alcohol purchase behavior, with more than a third of consumers citing reduced alcohol consumption in general and more than a quarter citing less alcohol purchase in foodservice. Decreasing patronage of bars and restaurants in favor of at-home mixology and drinking is a natural reaction to economic uncertainty, and North Americans are likely to continue increasing their consumption of beers, RTD cocktails, mixes and spirits at home in the future. To retain or grow their user base, brands need to continually explore creative new ways to demonstrate value to alcohol consumers, in the form of new flavors and products.

Premiumization Through Exciting Flavors

  One of the biggest shifts in alcoholic beverages resulting from economic concerns is that consumers have heightened expectations for the experience and flavor of their beverages and demand more from the category, especially when dining out. 

  In response to this shift, the prevailing trend within the alcohol industry is premiumization. Consumers are opting for ‘less, but better’ spirits, wines, beers and RTDs, and focusing on quality – buying fewer beverages to save money, but splurging for more expensive, premium brands and flavors. To many consumers, high-quality cocktails and RTDs are seen as ‘affordable luxury’ and an accessible way to treat themselves.

  One area that continually defines premiumization is compelling flavors, especially among cocktails, hard seltzers and RTD beverages. Consumer interest has never been greater in adventurous flavors,  many of which focus on delivering maximum flavor with minimum sugar. Foodservice mixologists are the forerunners of this trend, offering a broad range of sophisticated cocktails that go beyond the traditional citrus, berry and stone fruit flavors, exploring the exotic taste of botanical and floral notes and seasonal ingredients, spices and fresh herbs. Savory flavors have also grown in popularity, including chili pepper, basil and turmeric, since they help balance the sweet nature of many fruit-flavored beverages. Flavor manufacturers are focusing technology and resources on finely crafting these unconventional ingredients to produce great-tasting spirits that deliver the excitement that consumers are thirsty for in beers, RTD retail beverages or foodservice cocktails. 

  Beyond adventurous ingredients, both packaged beverage brands and foodservice operators are leveraging the power of nostalgia and fun in new flavor development. Indulgent ‘dessert’ cocktail flavors that tap-into nostalgia are growing increasingly popular, including s’mores, apple pie, churro, chocolate brownie and orange vanilla milkshake. Coffee has also experienced a major shift in demand over the last few years and is growing directionally in new product launches, including RTD “hard coffee” beverages, a fast-growing segment that is primed to appeal to younger adult consumers. Gen Z and Millennials are already decreasing their away-from-home coffee purchases and limiting alcohol intake, plus they are influenced by the influx of espresso-flavored martinis in bars and restaurants in recent years, which creates an ideal opportunity for brands to capitalize on with alcoholic RTD coffee products.

  While it’s no surprise that fruit flavors are popular across all beverage categories, the growth potential for fruity alcoholic beverages is in exotic varietals. To appeal to consumers who are seeking premium beverages, brands are going beyond traditional citrus and berry ingredients and tapping into the potential of international fruits in alcoholic product launches, such as Asian-inspired mango, papaya or dragon fruit. These unexpected ingredients encourage exploration and trial among consumers and brands are eagerly incorporating these tropical fruits in RTD spritzers, coolers and cocktails and specifically marketing these products for use in social occasions.

Leveraging Flavor Science to Deliver Value in Alcoholic Beverages

  The path to premiumization is paved by flavor enhancement technology, which is especially pronounced within the alcoholic beverage category. In recent years, several new technologies have advanced the science of beverage flavors, producing alcohol concepts with complex, intriguing flavor profiles.  California-based T. Hasegawa USA, a subsidiary of one of the world’s top food and beverage flavor manufacturers, is leading the industry in technology designed to optimize the way that alcoholic beverages taste, and even replicate the complex flavors of nature itself.

  Recently, T. Hasegawa introduced HASEAROMATM to the North American market. HASEAROMA is a proprietary novel technology that creates authentic sweet and savory flavors that reproduce the ‘first bite’ sensation of experiencing a food for the first time, packed with intricacy and nuances of flavor.

  “One of the many benefits of this technology is that it enables a higher level of specificity than other compounded flavors,” said Toshifumi Nozawa, associate director, sweet technology at T. Hasegawa USA. “While many brands in the past may have opted for a simple mango or peach flavor in product development, HASEAROMA can reproduce the specific flavor profile of an Alphonso mango or Ataulfo mango, or accurately reproduce the distinct taste of a white peach or Golden Jubilee peach. The expertise of our flavor chemists creating HASEAROMA allows us to refine flavors on a molecular level and develop products that stand out within the market and deliver value to consumers.”

  Development of HASEAROMA flavors includes an extensive sensory analysis process which isolates specific flavor molecules within food and beverages. Chemists then assemble these molecules to add depth of flavor, long-lasting mouthfeel and authentic aroma.

Lighter Libations: A Healthier Approach to Drinking

  Another major outcome of the pandemic was a notable increase in alcohol consumption for some consumers, juxtaposed with the complete opposite for others. According to a 2023 Mintel report, 17 percent of U.S. consumers are aware of and interested in a sober curious lifestyle, up four points from last year2.  More than 43 percent of U.S. consumers cited “a personal lifestyle change” as their reason for drinking less spirits, even above saving money (40 percent) or physical health (32 percent)3.

  While many of these consumers still partake in alcoholic beverages, lifestyle changes resulting from the pandemic have created lasting changes in their consumption patterns and tastes.  Despite impressive growth of non-alcoholic beverages – with more than 149 percent growth in mocktails on menus between 2020 and 2023, according to Mintel data4 – non-alcoholic beverages are not taking over. Consumers are simply taking a lighter approach to drinking by choosing low-ABV beverages that offer the intense flavor of favorite cocktails, wine and beer with less alcohol content. These options encourage moderation while still delivering enjoyment and refreshment, especially among younger consumers. Mintel research5 indicates that nearly 31 percent of adults who buy alcohol in the U.S. aged 22-44 seek out ‘healthier’ alcohol options, such as low-calorie and light beer, hard seltzer and lighter cocktails. The appeal in these products is a robust beverage flavor, often with lowered alcohol levels, for consumers who want to moderate their alcohol consumption or products with reduced sugar and carbohydrates.  

  This renewed interest in health and wellness has boosted demand for BFY (better-for-you) products, across all food and beverage categories – including alcoholic drinks in the form of low-calorie and light beer, hard seltzer and lighter cocktails. The appeal in these products is a robust beverage flavor, with lowered alcohol levels, for consumers who want to moderate their alcohol consumption while also reducing sugar and carbohydrates.  In addition to limiting sugar and carbohydrate intake, many consumers are interested in alcoholic beverages that offer functional ingredients with some type of health benefit. For example, numerous beer brands are exploring the use of adaptogenic mushroom ingredients, which claim to have anti-inflammatory benefits, while many RTD cocktails are leveraging green tea, berries and other superfoods that provide antioxidants and other tangible benefits.

  A key result of the moderation trend and shift toward healthier options is that consumers are more selective in their alcoholic beverages than ever before, which puts emphasis on delivering a heightened experience. When consumers are reducing their intake of alcohol, flavor becomes the key differentiator that leads to trial and continued purchase. The challenge that many brands face is creating clean-label alcoholic beverages that taste great with minimal sugar content while still masking the burning astringency of alcohol. Flavor manufacturers are leveraging innovative technologies and unique development processes to balance the requirements of a low-ABV and often low-calorie beverage.

  “When you remove an ingredient such as sugar or other sweeteners, the other flavors in a beverage become more pronounced or even modified,” explained Briana Tran, beverage applications technologist at T. Hasegawa USA. “Our task is to reformulate the beverage to recover the optimal flavor profile, using technologies that either mask certain unwanted notes, or amplify desirable flavors that are already in the beverage.”

  One such innovation that is being leveraged in the production of alcoholic beverages is T. Hasegawa’s BOOSTRACT®, which is a proprietary flavor modulation technology that recovers the kokumi mouthfeel and full-bodied richness. This rich mouthfeel is often lost in the filtration and distillation processes necessary to produce low-calorie fermented alcoholic beverages such as beer, wine, hard kombucha and malted liquor.

  “With this new technology, we’re able to isolate the most desirable flavors in a beverage and produce the ideal representation of that flavor,” said Tran. “For example, if we’re working on a strawberry profile, we can amplify the natural flavor that’s already there and produce a much bolder, true-to-life strawberry taste – even with low-sugar alcoholic beverages.”

RTDs and Hard Seltzers – the Epicenter of Flavor Innovation

  RTD alcoholic beverages have been on a growth trajectory since early in the pandemic, as consumers at home were looking for convenient variety and were willing to explore new products withing the RTD cocktail and hard seltzer categories. While many RTDs do focus on reduced sugar and other tangible health benefits, these products are typically outliers within the trend of reduced ABV beverages. Hard seltzers are one of the fastest-growing segments in the alcoholic RTD category, and the combination of flavored sparkling waters with fermented alcohol has grown enormously popular among younger consumers in recent years as a BFY option that still offers a convenient way to add variety to at-home drinking.

  RTDs are a prime source for flavor innovation. Since they are seen as “lower stakes” in price and offer ultra convenience, consumers are willing to explore flavors in the RTD alcoholic beverages category. Flavor innovation is especially welcome within this category, including bold profiles and special offerings. Nearly half of all U.S. consumers in a 2023 Mintel survey cited limited time seasonal flavors as the motivating reason for new flavor trial in RTD alcoholic beverages, including premixed cocktails, alcoholic teas, flavored malt beverages and hard seltzers4. More than a third of participants cited bold internationally inspired flavors such as horchata or mango lassi as their motivation for trying a new alcoholic beverage within these same RTD categories. 

  Regardless of changing consumer patterns, alcoholic beverages need to deliver excitement and refreshment. As consumers seek more from their cocktails, wine, beer and spirits, the flavor industry continues to innovate and meet this demand – helping brands adapt to shifting consumer preferences with attention-grabbing flavors which deliver an immersive taste experience.